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MKTG 344

Marketing Research

Graduate School of Business

Recommended for route(s):

[ Transactional ] Intellectual Property: Cyberlaw & the Internet

Why it is relevant for ...

[ Transactional ] as a Relevant Course outside SLS for those interested in Marketing : IP attorneys, particularly trademark attorneys, benefit from knowing something about marketing communications and product development. Students interested in new products and branding issues should consider taking 1 or more courses on marketing and customer focus. This course is aimed at the ultimate user of marketing research, with a focus on using research for marketing problems like forecasting demand, developing advertising and pricing policies and positioning new products.

General course
Description:

This course is aimed at informing students of state-of-the-art marketing research. It aims to help students ask interesting and relevant marketing questions, search for the appropriate research methodology, and make comprehensive evaluations of the research output. The main objectives are to equip students with 1) a familiarity with the marketing research literacy, 2) an understanding of both the value and limitations of the most popular research techniques, and 3) sufficient hands-on experience on research tools for testing students' own start-up ideas. The course should help managers to use research effectively in addressing substantive marketing problems such as: market segmentation, product targeting and positioning, forecasting market demand, designing advertising campaigns, pricing, and developing new products.

Course Style: A Substantive course teaches the law, theory, and policy in a particular area of law